Hi, readers! Today’s dispatch comes to you after a long week of co-covering the TV upfronts with Associate Editor Victoria McNally.
Both of us spent the week bopping around New York City to check out the TV upfronts and determine what trends will influence TV ad spend over the next year. We covered the major media companies with presentations this week: NBCUniversal, Fox, Amazon, TelevisaUnivision, Disney, Warner Bros. Discovery, Netflix and YouTube – oh my!
So believe me when I say “performance” is the term that came up the most during nearly every upfront pitch. TV and video publishers have thrown that term in with nearly every type of product or partnership announcement lately as they strive to convince media buyers that TV campaigns offer more control and better results than the next guy.
Which is why publishers flexed their ad performance muscles at media buyers all week long in an effort to appeal to the biggest demands media buyers have during their upfront negotiations: flexibility and results.
Let’s dive deeper.
